Former Kidsco CEO and co-founder, Paul Robinson has taken on the role of president of international at A Squared Elxsi.
Robinson has been charged with establishing a new London office with the responsibility for content distribution in all formats, content acquisitions, brand licensing and the continued international expansion of the company.
In terms of the licensing element, Robinson - who also worked at the Walt Disney Company as SVP of international television - will look to develop the merchandise and consumer products programme extending Build-A-Bear outside of their exisiting retail presence.
New toys, digital and entertainment products, accessories, apparel, books and additional branded merchandise will be a focus for A2E2, alongside original programming.
"I can think of no other executive as talented and knowledgeable (or tall) as Paul Robinson," said Andy Heyward, A2E2 founder and co-president. "We have ambitious plans to expand A2E2 internationally and no one is more qualified to lead this growth than Paul with his proven track record of success."